New Commerce through the eyes of digital ethnologists
The phenomenon of New Commerce emerged during the pandemic as a result of disappearance of the existing barriers concerning technology and logistics. Restrictions on traditional trade and a massive shift towards study and work from home have convinced consumers that time, place and availability do not restrict the shopping. A team of ethnologists and e-commerce researchers analysed the shopping habits of a group of respondents from six European countries[3],and that allowed to distinguish two new consumption models.
Consumers who buy even less
Consumers in the ‘even less’ category buy in moderation, and their actions and attitudes that are usually more ethical and conscious. They only buy the necessary things, do not say no to second-hand products and they also support small, local businesses.
Consumers buying less stimulate the growth of the circular economy which also includes second-hand product management and therefore reduces the carbon footprint. These consumers expect ethical and sustainable offers and are more concerned with quality not quantity. They are willing to spend more money on longer lasting products made in an environmentally friendly way. It is important to them that their order is fulfilled in a sustainable way.
"E-shops together with the courier industry, should demonstrate responsibility for the environment. DPD Polska strives to reduce the carbon footprint by introducing initiatives such as optimisation of logistics processes and investment in a low- and zero-emission vehicle fleet. The network of DPD Pickup network facilitates consolidation of shipments in one place and reduces the burden of road traffic in cities –
says Rafał Nawłoka, CEO, DPD Polska.
Consumers who buy “even more”
Consumers representing the ‘even more’ model have a very high propensity for consumption in the fear that they will miss a great offer. They prefer to shop from home, which saves travel time and queues to the checkout, however they still follow the offerings of physical shops. In their opinion, artificial intelligence and algorithms suggesting the best choice, are an important factor in the decision-making process. They appreciate creativity and innovation of e-shops, they are open to new and previously unknown brands.
They count on the opportunity to see and try the product on in their own home, especially when it comes to clothing or footwear. Sometimes they order several variants of selected items and they later return the unsuitable ones to the e-store. Therefore, they expect a friendly return policy supported by effective courier services.
This group of e-commerce customers stimulate the development of the e-commerce market. However, due to the over-consumption the industry faces the need to implement carbon footprint reducing solutions, especially since many of them also increase the efficiency of customer service. Creating transparent offers with reliable product descriptions means less risk of returns of purchased items. Enabling convenient parcel collection from a pickup point is, in turn, a way to increase the number of first attempt deliveries and to reduce emissions.
Although most consumers are somewhere in between these two types of behaviour, to understanding these attitudes will facilitate a better knowledge of modern buyers and will make it possible to adapt the offer to their expectations, including those related to climate challenges.
About DPD Poland
DPD Poland is a part of DPDgroup, the largest international parcel delivery network in Europe and a leader on the Polish market. DPD co-operates with almost 6 thousand couriers. DPD Poland group of companies includes the courier company DPD together with DPD Strefa Paczki which manages 2,000 Pickup points and whose services are designed for individuals and smaller enterprises, as well as ACP Global Forwarding company. Thanks to innovative technologies, knowledge of local specifics and excellent customer service, DPD delivers the best services to senders and recipients. In 2016 DPD was the first courier company to introduce bank card payments upon delivery of a COD (cash-on-delivery) parcel by the courier.
Every day DPDgroup delivers 7.5 million parcels across the world in a carbon-neutral way. DPDgroup is a parcel delivery network belonging to GeoPost holding, owned by La Poste.
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